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having a multiplatform business also means that people from diverse backgrounds who are routinely shut out from the mainstream media now have a chance to build/ find an online audience for their work. Open source applications like drupal are now easier to build towards user engagement.

The big media companies may have the financial muscle to corner the best cinema screens and to carve up digital television channels but the freeness of the web puts everyone at a level playing field. Those companies still have the television/ cinema mentality when moving to the web thinking money will buy them access and for the most part are hopelessly last century.

You just need to look at how Dogwoof engages its audience....